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Article
Publication date: 13 February 2019

Miralem Helmefalk

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

2035

Abstract

Purpose

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Design/methodology/approach

Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).

Findings

Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.

Originality/value

The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Details

Journal of Consumer Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 4 June 2018

Kem Z.K. Zhang, Haiqin Xu, Sesia Zhao and Yugang Yu

Online reviews have shown important information that affects consumers’ online shopping behavior. However, little research has examined how they may influence consumers 

7836

Abstract

Purpose

Online reviews have shown important information that affects consumers’ online shopping behavior. However, little research has examined how they may influence consumers’ online impulse buying behavior. The purpose of this paper is to bring theoretical and empirical connections between them.

Design/methodology/approach

The framework of this study was tested on three popular online group shopping websites in China (ju.taobao.com, dianping.com, and meituan.com). An online survey with 315 participants who had experience using these websites was recruited to verify the effects of consumers’ perceived value from reading online reviews on urge to buy impulsively and impulse buying behavior.

Findings

The empirical findings show that consumers’ perceived utilitarian and hedonic value from reading online reviews enhance their browsing behavior. Browsing positively affects consumers’ urge to buy impulsively and finally affects their impulse buying behavior. Further, this study finds that consumers with high impulsiveness focus more on hedonic value of online reviews, whereas consumers with low impulsiveness put more emphasis on utilitarian value. Browsing demonstrates a stronger effect on urge to buy impulsively for consumers with high impulsiveness.

Originality/value

This study is one of the early studies to investigate the relationship between social influence (e.g. influence of online reviews) and impulse buying. It draws upon the perspectives of browsing and consumer’s perceived value from the literature. This research also considers consumer differences regarding the level of impulsiveness.

Details

Internet Research, vol. 28 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

Article
Publication date: 15 June 2021

Soyeon Park and Kihun Cho

This study aims to investigate and compare mobile and desktop user search behaviours of the 1300K site, a Korean shopping search engine, by using transaction log analysis.

Abstract

Purpose

This study aims to investigate and compare mobile and desktop user search behaviours of the 1300K site, a Korean shopping search engine, by using transaction log analysis.

Design/methodology/approach

Transaction logs of 1300K site were collected over a three months’ period, from 1 January to 31 March 2018. The data set of this study consists of 1,149,690 desktop queries, 2,346,938 mobile queries, 2,481,747 desktop browsing activities and 2,550,309 mobile browsing activities. This study quantitatively analyses transaction log of 1300K site.

Findings

The results of this study show that mobile usage is higher than desktop usage: there are more mobile sessions than desktop sessions and the number of mobile queries is more than double of desktop queries. Overall, mobile query search behaviours are more simple, targeted and focused than desktop query search behaviours. Also, mobile browsing behaviours are more simple and passive than desktop browsing behaviours. However, mobile click behaviours are more active than desktop click behaviours.

Originality/value

To the best of the authors’ knowledge, this study appears to be the first of its type in Korea that compared search behaviours of a large number of users on desktop computers and mobile phones. To identify various characteristics of user search behaviours, this study analyses users’ directory browsing behaviour and click behaviour as well as query search behaviour. The results of this study can be implemented to address the effective improvement and development of search services and interfaces for different devices.

Details

The Electronic Library , vol. 39 no. 2
Type: Research Article
ISSN: 0264-0473

Keywords

Article
Publication date: 29 April 2021

Hei-Fong Ho

This study is to propose a more effective and efficient analytic methodology based on within-site clickstream associated with path visualization to explore the channel…

Abstract

Purpose

This study is to propose a more effective and efficient analytic methodology based on within-site clickstream associated with path visualization to explore the channel dependence of consumers' latent shopping intent and the related behaviors, with which in turn to gain insight concerning the interactivity between webpages.

Design/methodology/approach

The primary intention of the research is to design and develop a more effective and efficient approach for exploring the consumers' latent shopping intent and the related behaviors from the clickstream data. The proposed methodology is to use text-mining package, consisting of the combination of hierarchical recurrent neural networks and Hopfield-like neural network equipped with Laplacian-based graph visualization to visualize the consumers' browsing patterns. Based on the observed interactivity between webpages, consumers' latent shopping intent and the related behaviors can be understood.

Findings

The key finding is to evidence that consumers' latent shopping intent and related behaviors within website depend on channels the consumers click through. The accessing consumers through channels of paid search and display advertising are identified and categorized as goal-directed and exploratory modes, respectively. The results also indicate that the effect of the content of webpage on the consumer's purchase intent varies with channels. This implies that website optimization and attribution of online advertising should also be channel-dependent.

Practical implications

This is important for the managerial and theoretical implications: First, to uncover the channel dependence of consumer's latent shopping intent and browsing behaviors would be helpful to the attribution of the online advertising for the sales promotion. Second, in the past, webmasters did not understand users' preferences and make decisions of reorganization purely on the user's browsing path (sequential page view) without appraising psychological perspective, that is, user's latent shopping intent.

Originality/value

This study is the first to explore the channel dependences of consumer's latent shopping intent and the related browsing behaviors through within-site clickstream associated with path visualization. The findings are helpful to the attribution of the online advertising for the sales promotion and useful for webmasters to optimize the effectiveness and usability of their websites and in turn promote the purchase decision.

Details

Data Technologies and Applications, vol. 55 no. 5
Type: Research Article
ISSN: 2514-9288

Keywords

Article
Publication date: 1 February 2016

Sajad Rezaei, Faizan Ali, Muslim Amin and Sreenivasan Jayashree

The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying…

4971

Abstract

Purpose

The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products.

Design/methodology/approach

A total of 405 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modelling approach, a variance-based structural equation modelling technique. The study sample includes experienced online shoppers who performed shopping tourism products and services via internet medium.

Findings

The results imply that web site personality is a second-order reflective construct comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality positively influences utilitarian web browsing, hedonic web browsing and online impulse buying; and both hedonic web browsing and utilitarian web browsing positively influence online impulse buying.

Originality/value

Online impulse buying of tourism products has not been profoundly explored in current literature, despite its important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 6 February 2019

Ganjar Alfian, Muhammad Fazal Ijaz, Muhammad Syafrudin, M. Alex Syaekhoni, Norma Latif Fitriyani and Jongtae Rhee

The purpose of this paper is to propose customer behavior analysis based on real-time data processing and association rule for digital signage-based online store (DSOS)…

2193

Abstract

Purpose

The purpose of this paper is to propose customer behavior analysis based on real-time data processing and association rule for digital signage-based online store (DSOS). The real-time data processing based on big data technology (such as NoSQL MongoDB and Apache Kafka) is utilized to handle the vast amount of customer behavior data.

Design/methodology/approach

In order to extract customer behavior patterns, customers’ browsing history and transactional data from digital signage (DS) could be used as the input for decision making. First, the authors developed a DSOS and installed it in different locations, so that customers could have the experience of browsing and buying a product. Second, the real-time data processing system gathered customers’ browsing history and transaction data as it occurred. In addition, the authors utilized the association rule to extract useful information from customer behavior, so it may be used by the managers to efficiently enhance the service quality.

Findings

First, as the number of customers and DS increases, the proposed system was capable of processing a gigantic amount of input data conveniently. Second, the data set showed that as the number of visit and shopping duration increases, the chance of products being purchased also increased. Third, by combining purchasing and browsing data from customers, the association rules from the frequent transaction pattern were achieved. Thus, the products will have a high possibility to be purchased if they are used as recommendations.

Research limitations/implications

This research empirically supports the theory of association rule that frequent patterns, correlations or causal relationship found in various kinds of databases. The scope of the present study is limited to DSOS, although the findings can be interpreted and generalized in a global business scenario.

Practical implications

The proposed system is expected to help management in taking decisions such as improving the layout of the DS and providing better product suggestions to the customer.

Social implications

The proposed system may be utilized to promote green products to the customer, having a positive impact on sustainability.

Originality/value

The key novelty of the present study lies in system development based on big data technology to handle the enormous amounts of data as well as analyzing the customer behavior in real time in the DSOS. The real-time data processing based on big data technology (such as NoSQL MongoDB and Apache Kafka) is used to handle the vast amount of customer behavior data. In addition, the present study proposed association rule to extract useful information from customer behavior. These results can be used for promotion as well as relevant product recommendations to DSOS customers. Besides in today’s changing retail environment, analyzing the customer behavior in real time in DSOS helps to attract and retain customers more efficiently and effectively, and retailers can get a competitive advantage over their competitors.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 30 October 2018

Zongda Wu, Chengren Zheng, Jian Xiejian, Zhifeng Zhou, Guandong Xu and Enhong Chen

The problem of privacy protection in digital libraries is causing people to have increasingly extensive concerns. This study aims to design an approach to protect the…

Abstract

Purpose

The problem of privacy protection in digital libraries is causing people to have increasingly extensive concerns. This study aims to design an approach to protect the preference privacy behind users’ book browsing behaviors in a digital library.

Design/methodology/approach

This paper proposes a client-based approach, whose basic idea is to construct a group of plausible book browsing dummy behaviors, and submit them together with users’ true behaviors to the untrusted server, to cover up users’ sensitive preferences.

Findings

Both security analysis and evaluation experiment demonstrate the effectiveness of the approach, which can ensure the privacy security of users’ book browsing preferences on the untrusted digital library server, without compromising the usability, accuracy and efficiency of book services.

Originality/value

To the best of the authors’ knowledge, this paper provides the first attempt to the protection of users’ behavior privacy in digital libraries, which will have a positive influence on the development of privacy-preserving libraries in the new network era.

Details

The Electronic Library, vol. 36 no. 6
Type: Research Article
ISSN: 0264-0473

Keywords

Article
Publication date: 16 March 2021

Yunxi Chen and Weng Si (Clara) Lei

With the increasing importance of social media in promoting events, understanding the relationship between event followers' motivations and their behaviors on an event's…

Abstract

Purpose

With the increasing importance of social media in promoting events, understanding the relationship between event followers' motivations and their behaviors on an event's social media platform becomes a key success factor to attract event-goers. Previous studies on exploring the relationship between social media and event attendees have concentrated mostly on a Western context social media, for example, Facebook, and Western festivals; studies concerning the East or China are scant. This study uses the Strawberry Music Festival in China as a case study and researches its two official social media platforms: WeChat and Weibo.

Design/methodology/approach

The research explores the hedonic and utilitarian motivation of social media followers and investigates followers' browsing and participation behaviors as well as the influence of their usage behaviors on intentions to attend an event. A total of 190 valid responses were collected through an online questionnaire from social media followers of the music festival.

Findings

The findings reveal that both utilitarian and hedonic motivation have significant effects on browsing and participation behaviors. More importantly, browsing and participation behaviors also affect the intentions to attend an event and the electronic word-of-mouth (eWOM) effect.

Practical implications

The research results provide practical insights for event organizers regarding potential event-goers' usage patterns on social media platforms and their intention to visit events.

Originality/value

This study contributes to the authors’ understanding of the relationship between event attendance and social media behavior, in particular of the East.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 13 July 2012

Zazia Benhamza Nsairi

The objective of this paper is to examine the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of…

3463

Abstract

Purpose

The objective of this paper is to examine the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of satisfaction and behavioral intentions.

Design/methodology/approach

The data were collected through a survey of 470 browsers frequenting cosmetic stores. Structural equation modeling and ANOVA are applied to test hypothesis.

Findings

The empirical study allowed testing the effect of situational factors (store atmosphere, accompanying, motivation, mood and time of visit) on browsing's perceived value. It has also contributed to identify value's sources which lead to browser's satisfaction and loyalty.

Research limitations/implications

The limitation of this research concerns mainly results' generalization related to methodological issue.

Practical implications

The conclusions offer managers the opportunity to learn more about browsers and how to establish a long‐term relationship with them.

Originality/value

This paper brings new insights by considering browsing as a fully‐fledged experience from which the study of perceived value and satisfaction are of a great interest for retailers who aim to make browsers loyal consumers.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

1 – 10 of over 7000